If readers take one lesson away from this newsletter in 2009, let it be that no reputable firm sells e-mail names for perpetual use. A reputable list owner or manager will sell access to subscribers on a one-time basis and mail the list on the marketer’s behalf, but they won’t sell the names.

The good news is 51% of e-mail marketers in a recent survey by Forrester Research said they use click-through data as a segmentation attribute. The bad news is 51% of e-mail marketers in a recent survey by Forrester Research said they use click-through data as a segmentation attribute.